3 Important Differences Between Copywriting and Content Writing

And why any writer you hire should be able to do both

A lot gets thrown around about copywriting, content writing, and even copy editing (more on that HERE). If you aren’t a marketer or writing guru, this lingo probably makes you want to stick your fingers in your ears and yell “Lalala, I can’t hear you.” 

It’s like any area of expertise, if it isn’t your area it probably feels out of reach. 

Until I actually started to study copywriting, the difference was lost on me but once I understood the difference, it became clear where each fits into your business plan and why both types are fundamentally important.

Let’s break down the three main differences between copywriting and content writing, when you need what, and how to find a writer that fits what you need. 

Difference 1: The Focus

Here is the low-down: 

Copywriting is focused on converting and selling by solving a problem. 

Content writing is focused on giving value to your audience and building brand awareness. It informs.

Both are important and have different uses in your business. And when done right, they strategically work together to grow your business and audience. 

The copywriter you hire should be able to do both. 

For example – this blog post? It’s content writing. It’s sharing with you, it’s building your trust in my writing ability. I am not selling anything.  

But THIS sales page that I wrote? It’s considered copywriting. Its goal is to sell a coaching program by focusing on an emotional connection with the photographer’s audience. Your website home page? It’s also copywriting in that it is trying to convert the visitor to a client by encouraging them to inquire or join an email list. 

The difference may seem minute but from a strategic point of view—and how the writer approaches the text—it makes a huge difference.

Difference 2: Long-term Game vs Short-term Gains

There is also a very astute difference between copywriting and content writing when it comes to the time you will need to invest before reaping the benefits.

Copywriting converts quickly; content writing is a long-term game.

Your objective with any copywriting of sales pages, websites, etc is to get your audience to convert. 

And, keep in mind, that by conversion, I don’t necessarily mean an immediate sale. A conversion can be a website visitor to an inquiry or to join a newsletter (and then hopefully to a sale).

Content is what you create to keep your audience invested and coming back. It grows loyalty and trust so that when you do have something to sell, it makes it that much more likely that they will buy. 

Yes, all content should have calls of action (join this newsletter, follow me on Instagram) but they aren’t direct selling and the main purpose of the pieces are to create trust and a reputation of expertise. 

So you may not see an immediate effect from publishing a killer piece of content (or maybe you will, it’s always possible) but you should be able to trace growth and traffic from that piece over time.

So in a very basic sense, content writing brings in traffic and copywriting converts that traffic (although this isn’t 100% across the board).

Difference 3: The Tactics

The tactics used when writing is another main difference between copywriting and content writing. 

The main tactics used in copywriting are persuasion and emotional responses. 

All good sales focus on eliciting an emotional response (in what is hopefully a non-sleazy way, of course), so it stands to reason that copywriting focuses more on emotion than content writing.

In fact, I rarely encourage people to focus on strong emotional reactions in their content. Content should be informative and/or entertaining. When you get emotional in everything you put out, it can easily exhaust your audience.

Instead, save the strong emotion and persuasion (the push for strong emotions and direct responses) for your copywriting. 

Similarity: The Goal For Both Is the Growth of Your Business.

Copywriters and content writers have one big similarity — the goal is to grow your business. 

How? 

Through better SEO and search engine rankings. 

Through a growing and loyal audience by connecting with them on an emotional and organic level.

Through establishing yourself as an authority.

By encouraging action 

And through sales – whether immediate or down the road.

Good writing grows your business, whether that writing is content writing or copywriting. 

And good writing can come from copywriting or content writing – or even some combination of the two. 

So When Do You Need What?

You will always be able to find overlap between the two but here is a generality: 

Copywriting is: 

Sales pages

Websites

Sales email funnels

Ads

Content Writing: 

Email newsletters

Blogs

Freebies

As you can see, traditional copywriting is associated with direct selling and content writing is with more informational means. 

How To Find a Writer That Knows Both

There are writers that identify specifically as copywriters or content writers but, in truth, any skilled writer should be able to create both types (copywriting/content). 

The key is understanding the difference and being able to switch gears when necessary. 

All business writers need to have a solid grasp of grammar rules (and know when to break those rules), a true understanding of the market, and a deep understanding of SEO (which is even more true for content writers).

The best way to decide which writer is best for you is to look at their previous work and at their testimonies to make sure they will be able to get you what you need.

You can see my other blog post on how to hire a writer for your business here (coming soon).